Helping a Renowned Journalist Expand his Brand
#RolandMartinUnfiltered is a daily digital show broadcasting from Washington D.C. that focuses on issues important to the African American community. The show delivers breaking news, fiery commentary on hot-button topics, intense debates on the issues and in-depth interviews with newsmakers and celebrities.
The Problem:
Celebrating its 2nd anniversary of delivering a one of a kind live streaming experience, the show started to hit roadblocks to scale. As a content creater just leverageing streaming platforms, the show's abilities to garner sponsorships were limited to in video-sponsorships. There was no way to offer other media selling options available to other entities in the interactive space. Not having media options like interstitials, banners, and other interative media selling opportunities hinders any content providers' ability to grow and this was happening to the #RolandMartinUnfiltered Show. Another hinderance was the way donations were handled on Youtube. The #RolandMartinUnfilteredShow through Youtube was receiving 55 cents for every dollar donated through the YouTube app.
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Our Role
As Principal Lead Product Designer, we handled User Research/Interviews, Persona Creation, Facilitation of User Journey Sessions and other alignment workshops, Information Architecture, User Flows, Wireframes, Design, Prototyping, Mobile Production, and User Testing
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Discovery
We started the process of going through this digital evolution for the product and media selling efforts with current user analytics and then conducted potential, current and former media buyer interviews.
These were some of the key insights from this exercise:
- In talking with users, we found a significant level of interest into a more focused view of content offerings. There was unnecessary friction incorporated into the content discovery aspect of the User Experience.
- Past media buying clients would like to see more standard ad unit options to pick from.
- Prospective buyers would love the option of having targeted ads to help enhance engagement with potentional consumers.
- Based on current streaming platforms, the media selling options did not scale to monetize growth that was happening with users and usage.
- There wasn't a streamlined way to make it easier for viewers to support and donate to show without interupting the user experience.
- Lack of a foundational presence that would normally have the streaming platforms just be extensions of the show was also becoming a hinderance to garner top tier sponsorship opportunities.
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The Answer
After going through the process of analyzing the quantitative (Analytics) and qualitative (Surveys and interviews) data, the only answer was to rearchitect and redesign RCA’s offerings for scale. This meant:
- Because mobile apps and push notifications are the best retention tool available to content creators, design and build a new mobile app product that will house the Roland Martin Unfiltered show since we have a significant amount of users that stay within the mobile or OTT context
- Update branding and messaging that fits Roland Martin's current positioning and would also help the brand stand out to his target markets.
- Leverage the ability of the app to deliver customized notification and content based on user location
- Easily target messages using demographics and behavior. Target messages to devices that have subscribed to specific topics, or get as granular as a single device.
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New UX Direction
In order to greatly improve our users satisfaction while staying in-line with the business goals we prioritized these tenets and deliverables to reach company goals:
- Mobile app will be integrated with youtube api in order to pipe in #RMU video content while providing a singular UX/UI direction to enhance user engagment and provide more sponsorship opportunites.
- As we follow our strategy of “Simple Elegance” for the mobile app, this lead us to a sleek look and feel while not leaving out the need to feel approachable.
- Using in-feed ads to match #RMU existing content style and fit seamlessly with #RMU content.
- When a new show is about to start users will receive a push notification.
- Prioritizing a section of the app dedicated to supporting the show while not having the need to exit the #RMU app experience.
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Who Are We Aiming For
Based on the interviews we were able to ascertain two groups to focus on:
African American Community
Position: Spans the spectrum of employment
Company: All industries
Age: Multigenerational
Goals:- To view daily news coverage of the African American community at large with no filter
- Have an understanding of all developments that have direct impact on the lives of African Americans nationally and what can be done.
- See conversation with experts within our community that understand the need for a knowlegeable African American populous
- Share knowledge with their family and community that may not be reaching them.
Jeff
Position: Chief Marketing Officer
Company: Nu Day Communications
Age: 37
Goals:- Expand his clients' reach and their ability to engage with the African American community
- Leverage the opportunity to uncover revenue streams within the $1.3 trillion in spending power within the African American community.
- Open up ways for his clients' to contribute to the betterment of the African American community while gaining goodwill and possible increases in marketshare.
Michelle and Sean
Position: Small Business Owner
Company: The Lunch Counter
Age: 43
Goals:- Showcase offerings and expand reach within African American community locally and nationally
- Provide tips and tricks within the kitchen that help make daily lives easier around kitchen for Roland Martin viewers
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Setting The Product Foundation
User Journey
Keeping our major Personas in mind, we mapped their behavioral flow to interactions between the #RMU audience and its' sponsors.
Information Architecture
By analyzing the current the user journey and what's happening currently through #RMU streaming presence, we were able to narrow down the features for the initial MVP via dot voting for the new #RMU mobile App.
A content taxonomy map was created to give meaning to defined features
Site maps to organize the pages, information, and navigation of the mobile app were created.
User flows were created to visualize key tasks within the product. For instance, it helped to think through the very important support activity in this flow and ensure a seamless process in helping the independent media company.
Wireframing
After getting into alignment with the stakeholders involved, we were able to begin sketching out the visual architecture of the product in order to bring the design to life.
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Bringing the Prducts to Life
Validation
The MVP for this release hit all the marks with stakeholders needed to launch V1 of this project. Scalability was at the forefront as the client looks to build off this very solid start.
After conducting usability testing with prototypes and improving them based on users' feedback, the overall feeling was now the streamlining of features into one single cohesive destination greatly enhanced user-flow efficiencey when traversing through #RMU content and messaging from sponsors
User engagement was a key driver in having the Our Agenda section modifiable by the user. The black community aren't a monolith so an area of the app where the user can drive a focus of there choosing was a must.
Integration of ways to support the efforts of Roland Martin Unfiltered greatly reduced the barriers to contribute from its current disjointed state makeing the experience seamless.
Due to the considerable amount of content #RMU has available, we provided the ability to venture into a library of stories that might have been missed, while helping partners truly engage with potential consumers of their products.
